Professors Emeritus: Dale D. Achabal, Albert Bruno, Karen FA Fox, Edward McQuarrie, J. Michael Munson, Shelby McIntyre.
Professor: Keerthi Kalyanam (LJ Skaggs Distinguished Professor)
Associate Professors: Xiaojing Dong, Desmond Luo (Head of Department), Kumar Sarangi, Savannah Wei Shi (JC Penny Research Professor), Yuchi Zhang
Associate Professors: Rebecca Che, Peng Liu, Rafay Siddiqui, Shunyao Yang
Experienced teachers: Charles Byers, Juan Monterso
Teacher: Sean O'Keefe
Marketing is at the forefront of a well-run organization. Developing students' management and decision-making skills is a central objective of the Faculty of Marketing's degree programs, with special emphasis on innovation, high technologies, retail and digital marketing. Marketing connects the company with its markets and customers and acts as the eyes and ears of the company. It helps managers identify new market opportunities and anticipate customer needs and wants. He is also the voice of the company, communicating with customers and making decisions about advertising, sales and social media posts. Finally, strategic marketing addresses competitive threats and opportunities, directing the company's efforts to maximize value. Because customer analysis and competitive advantage are critical to business success, a marketing degree provides a solid foundation for a career in general management leading to leadership responsibilities. It can also form the basis for more specific careers in areas such as advertising, retail, sales, brand management and market research.
Requirements for an important topic.
In addition to completing the undergraduate core curriculum and Leavy School of Business requirements for the Bachelor of Commerce, students majoring in Marketing must also meet the following departmental requirements:
ICTG 182 and 183 (recommended for juniors before exams)
Three marketing electives are required after completing ICTS 182 and 183.
A further focus is to inform students of recommended activities if they wish to explore areas of particular interest.
Areas of particular focus include: (a) economics and technology and (b) consumers and distribution channels. Alternatively, you can take a personalized course with three electives.
Major in Business and Technology Marketing (choose three courses)
ICTG 185, 187 (highly recommended)
ICTG 175, 177, 186, 189, 190, 191 (recommended)
Focus on Channel and Consumer Marketing (choose three courses)
ICTG 165, 175, 186 (highly recommended)
ICTG 178, 187, 189, 190, 191 (recommended)
A personalized marketing approach
- Three courses, usually from MKTG 165, 175, 178, 185, 186, 187, and 189, chosen in conjunction with the student's marketing department advisor.
Note. The student's accent will not appear on the student's transcript.
Internship opportunities in MKTG 198 should be designed to match the student's professional goals. However, ICTG cannot substitute elective courses in 198 subject areas.
MKTG 179 and BUSN 179 are cross-listed and required for all majors.
All courses listed below are considered electives and apply to all marketing electives regardless of area of interest.
First division courses
165. Customer-centric retailing
Design and management of online stores, catalogs and retail channels. Topics include how retailers create value for producers and end consumers, financial and marketing strategies behind retail formats, specific marketing decisions, product management, how retail price promotions work, customer service management, and implementing retail decisions. Marketing. Mini-cases, video cases, application projects, and guest speakers from industry are used to illustrate various concepts in a practical way and stimulate class discussions. Prerequisites: ACTG 11 and MKTG 181 or 181S. (5 pieces)
168 and 169. Seminar for Advanced Retail Professionals.
An in-depth exploration of a variety of topics important to future retail leadership positions. Topics include consumer trends, multi-channel retail models, high-performance retail analytics, building an insight-driven organization, category management, the art and science of merchandising decision-making, data-driven merchandising and customer management. Prerequisite: MKTG 165, 181 or 181S and designated minor in Retail Studies. Must pass ICTG 168 169. (5 units)
175. Internet marketing and electronic commerce.
This course introduces the fundamentals of Internet marketing and e-commerce and provides students with hands-on experience in developing and evaluating effective digital strategies. Topics include: History of Internet marketing and e-commerce, basic elements of e-business models and creating and evaluating websites, display advertising, search engine marketing, e-mail marketing, mobile marketing and online marketing social networks. A project is required. Prerequisite: ICTG 181 or 181C. (5 pieces)
177. Social Media Marketing
This hands-on course explores the role of social media in business and brand strategy, digital advertising, and the overall marketing mix. This course introduces students to the current social media landscape, examines the strategic importance of social media as part of the overall marketing mix, examines the role of social media in message development and delivery, and evaluates which social platforms are most beneficial to a company. . suitable . strategic business and marketing objectives. Topics include social media goals and strategies, platform overview, current social media trends and their impact, and the evolution of social media as an integral part of the marketing mix. Prerequisite: ICTG 181 or 181C. (5 pieces)
178. Cross-cultural marketing
To succeed in global markets, marketing programs must be developed that take cultural differences into account. This course emphasizes the cultural factors that shape consumer behavior in international markets. A socio-cultural perspective is applied to traditional marketing concepts to develop programs for successful entry into international markets. Mechanisms for participation in foreign markets such as exports, licenses and joint ventures are evaluated. Examines ethical marketing issues in an international context. Students taking this course cannot receive credit for MKTG 178L taken through the London Santa Clara Program or equivalent courses through study abroad programs. Prerequisites: MCTG 181 or 181C and MGMT 80. (5 credits)
179. Effective communication in business.
In this pragmatic professional development course, students will learn the following business communication skills: business writing, formal and informal presentations, networking and personal branding. Students conduct quantitative and qualitative analysis and evaluation and create professional projects, proposals, and multimedia presentations. Students also develop formal and informal business writing and speaking skills (briefing instructions, reports, emails, memos, interviews, social media, infographics, etc.). Prerequisites: CTW1 and CTW2. At least 60 must be completed. Also registered as BUSN 179. (5 units).
179C. Effective communication in the company.
In this pragmatic professional development course, students will learn the following business communication skills: business writing, formal and informal presentations, networking and personal branding. Students conduct quantitative and qualitative analysis and evaluation and create professional projects, proposals, and multimedia presentations. Students also develop formal and informal business writing and speaking skills (briefing instructions, reports, emails, memos, interviews, social media, infographics, etc.). Eligibility: Admission is limited to students in the Leavey Scholars Program. CTW1 and CTW2. At least 60 must be completed. Also listed as BUSN 179S. (5 pieces)
181. Principles of marketing
An introduction to the basic principles of modern marketing. Covers marketing's role in society, marketing strategy and planning, segmentation, product policy, pricing, promotion, and sales decisions. This course focuses on current examples. Emphasis is placed on the application of basic principles, data sources, analytical thinking, and communication skills. Prerequisite: At least 60 units or permission of instructor. (5 pieces)
181C. Marketing principles
An introduction to the basic principles of modern marketing. Covers marketing's role in society, marketing strategy and planning, segmentation, product policy, pricing, promotion, and sales decisions. Underline the relevant examples. Emphasis is placed on the application of basic principles, data sources, analytical thinking, and communication skills. Eligibility: Admission is limited to students in the Leavey Scholars Program. A minimum of 60 units or instructor approval is required. (5 pieces)
182. Analysis of marketing decisions.
An analytical approach to understanding consumers and markets to support profitable marketing decisions in areas such as market segmentation, new product development, positioning and advertising. It focuses on the fundamentals of structuring marketing tasks and how to use data to improve marketing decisions. Special attention is paid to cases and projects. Prerequisites: OMIS 41 or ECON 42 and ICTG 181 or 181C. (5 pieces)
183. Customer conduct
How consumers process information and make purchasing decisions. Examine factors that influence consumer decision making, such as: B. Attitude, personality, culture, motivation, perception, and reference groups. In addition, the decision-making processes of industrial buyers in B2B markets are examined and compared to the decision-making processes of individuals in consumer markets. Emphasis is on understanding decision-making processes (both consumer and industry) and applying them to develop informed marketing strategies. Practical applications of various concepts are illustrated through application projects, videos and short case studies. Prerequisites: OMIS 41 or ECON 42 and ICTG 181 or 181C or permission of instructor. (5 pieces)
185. Sales management
This course positions students as a sales or marketing manager. The goal is to provide students with user-specific knowledge of sales concepts and management methods necessary for effective performance and management of sales functions. The course format allows students to apply these concepts to sell industrial and high-tech consumer goods and services. A project is required. Prerequisite: ICTG 181 or 181C. (5 pieces)
186. Integrated marketing communications.
The integration of the marketing mix, brand message, and media is critical to successfully achieving the company's goals. This course provides students with an understanding of new media and the skills to plan, develop, implement, coordinate and measure integrated marketing communications (IMC) programs. Personality traits, attitudes, and business etiquette are considered when preparing for the transition from the classroom to the boardroom. Interaction with business professionals, teaching experience in industry and business training/service projects are almost an integral part of the course. Prerequisite: ICTG 181 or 181C. (5 pieces)
187. Innovation and commercialization of new products.
Emphasis is on quantitative and qualitative methods related to the identification, exploration, and analysis of new product opportunities. Provides students with the tools necessary to design, test, and implement cost-effective new products and services. Prerequisite: ICTG 181 or 181C. (5 pieces)
189. Sustainability Marketing
This course is designed to explore the relationship between sustainability and marketing, particularly the environmental issues affecting students and marketing managers interested in business and society. Key areas include the economics of sustainable marketing and its place in contemporary society, sustainable marketing standards and strategies, and ethical and global considerations. Prerequisite: ICTG 181 or 181C. (5 pieces)
190. Brand and content marketing
Brand and Content Marketing explores the components of brand and brand strategy and how they reflect the principles, strategy, function, form and style of content marketing through an integrated physical and online portfolio of paid, owned, shared and earned defined media (POSE). . This course covers the written, verbal, and visual fundamentals, formats, and styles necessary to implement an integrated messaging strategy across multiple media platforms. Students demonstrate their understanding by performing a series of tactical actions based on real marketing projects and objectives. Prerequisite: ICTG 181 or 181C. (5 pieces)
191. Customer experience management.
This course explores the strategic, operational and analytical aspects of customer experience management. Customer experience management is a key marketing strategy that integrates internal processes and external networks to create and deliver exceptional value to customers. This course covers customer acquisition, customer journeys, customer retention and development, loyalty, and related tools and technologies that deliver a world-class customer experience. Prerequisite: ICTG 181 or 181C. (5 pieces)
197. Special topics in marketing.
Current recurrent and interdisciplinary courses are offered ad hoc or at irregular intervals, or are linked to other departmental offerings. See the quarterly calendar for details. Prerequisite: MKTG 181 or 181S and a declared marketing major. (5 pieces)
198. Experience
Opportunities for high school students to work in local businesses and complete supervised academic projects in this environment. Prerequisite: Declared major in Marketing, MKTG 181 or 181S, 182 and approval of faculty coordinator. (1 to 3 units)
199. Directed Reading/Directed Study
Independent projects carried out by high school students with the support of teachers. An independent investigation is generally permitted only in special circumstances. Requirements: Written proposals must be approved by the professor and president at least two weeks prior to registration. (1 to 5 units)
